"I Am Mumbai" Campaign

Mumbai, June 2012 - Mumbai Mirror's 'I Am Mumbai' campaign by Taproot India, which was edited by Prime Focus' Co-founder and Creative Director Huzefa Lokhandwala, has won a Gold Lion at the 2012 Cannes Lions International Festival of Creativity. The award, in the Film Craft (Direction) category, is considered advertising's equivalent of the Oscars.

The Gold Lion takes into consideration direction, editing and the skilful use of music. Sneha Iype, Executive Producer at Nirvana Films, who was the only Indian on the nine-member jury, said that the film touched an emotional chord with the judges.

The commercial was shot on the streets of Mumbai with a cast that had never been in front of the camera before. People around the main cast were caught totally unaware of the multiple cameras, which were set up around the shooting locations.

Directed by Abhinay Deo, the ad is a soul stirring film presented through a series of stories featured in the paper. The politically-motivated university ban of Rohinton Mistry's book, the milk adulteration fiasco, the horrifying hell of the Kavdas Orphanage, and the fight against illegal political posters destroying the cityscape are heard through the Voice – the Mumbai Mirror.
To read more about our work on Mumbai Mirror's 'I Am Mumbai' campaign, click here.